Pillar posts are, as you might have guessed, the foundation of your blog. Also called, long-tail content or evergreen content, or cornerstone content, these strong, worthy, thick pieces will support whatever else you want to put around them. They are usually factual in nature, practical, long-lasting, and offer a lot of value to your readers.
These posts should show your visitors what your blog is all about. Think of these as your blog’s “essence.” If you are a business, your pillar posts should explain big topics in your industry. If you are a blogger, these should be pieces which explain something about you, what you do, and what your blog is all about.
Tips for Pillar Posts
Pillar posts should be lengthy. Obviously, don’t bore someone with an irrelevant, bloated article simply because you are trying to make it long. But since a pillar post is going to be a backbone post for your site, you will likely have a lot to explain or show on the topic. If you find that you can’t get to 300 words with the article it isn’t a “pillar post.”
Make sure these posts are well-researched and include links to other useful articles on the Internet about the topic you are writing. Think of a pillar post as a one-stop place for someone interested in the topic.
Your pillar posts will give your blog authority if written correctly. By offering a big, detailed post on something relevant and useful you are proving to visitors and followers that your blog is worthwhile and provides a service.
Make your pillar posts evergreen. You want these posts to be the ones that Google and search engines find over and over and over again, that never gets old. When a visitor swings by for the first time and sees one of your amazing pillar posts the information should be useful for them even if it is years later.
By having some pillar posts on your blog it is not only easy for a visitor to identify who you are and what your blog or business is, but it also builds a long-term relationship with search engines. These are posts they will be more inclined to include in their results due to length, relevance, and the fact that they are not time sensitive.
Additionally, other bloggers are likely to link to pillar posts, especially if they are how-to in nature. These types of posts can establish you not only as an industry leader but an industry mainstay. Since you are blogging for long-term benefits, this can be huge!
One thing I have discovered about pillar posts, too, is that given their length, their usefulness, and the topics they address, they tend to keep visitors on the site longer. This can help improve your bounce rate and also draw people into your other articles.
As with anything on your blog, make sure you are writing with a clear voice. Research what you want to say, spend some good time with your pillar posts and make sure they are thorough. You will want to make sure they address the audience you are trying to capture and that is in your niche.
If you can’t think of any pillar posts right away, it’s ok. Take some time and let them come but ideally, you want to have at least four of these authority posts on your blog. If they are performing well and really boosting your search engine rankings, then go for more!
Blogs – whether they be for personal reasons or to drive business – are best when they have a variety of content. So don’t skimp on pillar posts even though they can be time-consuming to write. Offer a great resource to your audience and simultaneously grab all the benefits they offer.
Want to read more on Pillar Posts? Check out these articles elsewhere on the Internet:
- Inbound Now: Yoast SEO: What is Cornerstone Content
- Blog Basics: Use Pillar Posts to Promote your Blog
- Entrepreneurs-Journey.com: How to Write Great Blog Content: The Pillar Article
- CopyBlogger: How to Create Cornerstone Content That Google Loves
Do you have pillar posts on your blog? Have you considered writing more evergreen content/posts? Let us know in the comments below. We’d love to hear from you!